The Impact of Seasonal Promotional Tools on Consumer Purchase Decision Toward Appliance Industry Hatton Area, Nuwara Eliya District

Promotion used to be one of the most effective marketing tools for reaching out to potential customers and influencing their purchasing decisions. Over the years, consumer marketing has relied heavily on sales promotion. The purpose of this research is to investigate the impact of seasonal promotional tools on consumer purchase decision. The research evaluates the impact of promotional tools mainly Price discount, Coupon, Premium, and Point of sales display on consumer purchase decision. The sample points for the research were customers in Hatton area. Quantitative research method was used and data was collected through survey research method by using structured questionnaire. A total of 300 customers were surveyed using structured questionnaires, out of which 247 useable responses were received. The collected data has been analyzed by using descriptive statistics, correlation analysis and simple linear regression analysis. Results show that the instrument is reliable to measure the constructs. Correlation analysis shows a positive relationship between independent and dependent variable. Regression analysis showed that price discount and coupon are responsible for significant change in consumer purchase decision whereas premium and point of sales display are not responsible for major changes in consumer purchase decision.